Onboarding Project | Loom.com

Ideal Customer Profile

Decoding Loom.com

Aastha steps into her new role as Marketing Manager at a growing company. She's faced with a unique challenge pf leading a diverse team of 10 members spread across multiple metro cities - Bangalore, Delhi, Hyderabad, and Pune. As a first-time mid-senior leader, she knows that establishing strong connections early is crucial, but coordinating traditional face-to-face meetings across different floors and cities seems like an impossible task.

Rather than settling for impersonal emails or trying to coordinate multiple zoom calls, Aastha discovers a more elegant solution in Loom. She decides to create a warm, engaging video message that accomplishes multiple objectives in one go:

She records herself walking through a presentation, adding a personal touch as she appears in the corner of the screen. Her message covers:

A heartfelt personal introduction, sharing her background and vision
Current status of ongoing marketing campaigns
Key priorities and future directions
An invitation for team feedback and ideas

What sets her approach apart is her attention to cultural inclusivity. Understanding the value of connecting in people's preferred languages, she uses Loom's transcription feature to add subtitles in Kannada and Tamil for her remote teams. While her team members are comfortable with English, this extra effort sends a powerful message - every team member matters, regardless of location.

The results are immediate and impactful:

Team members can watch the video at their convenience
Remote teams feel valued and included
The visual format helps convey complex campaign information clearly
Team members can re-watch sections they want to review
Comments and reactions start flowing in through Slack, creating organic engagement among teams.

The beauty of this solution extends beyond just Aastha's team. Her senior management appreciates how this approach maintains proper organizational hierarchy - they don't need to participate in team-building sessions but can still stay informed through these professional, well-structured video updates.

For them, it's a perfect balance of staying in the loop while respecting chain of command. This approach transforms what could have been a logistical nightmare into a showcase of modern leadership - efficient, inclusive, and personal.

Through Loom, Aastha establishes herself as a thoughtful leader who can bridge geographical gaps while respecting both team dynamics and organizational structure.

Payment Plans

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Who is Signing up?

B2C Table ⤵️

Criteria	User 1	User 2	User 3
Name	Manik Rege (Power user)	Mohit Agarwal (Casual user)	Vanshika Mehta (Habit user)
Demographics	Male, 26-30, Hybrid work culture	Male, 17-21, bachelor (lives alone), Works from office	Female, 30+, Remote worker
City	Tier 1	Tier 1 & 2	Tier 1
Profession	Founder's Office, Culture & Communications Lead, Head of Learning & Development	Sales rep, Customer support Executive (works across different time zones)	Freelancer, Content Marketing agency owner, Brand Strategist, Content creator, Course curators
Highest use case	Recording onboarding videos for team members/interns Creating instructional videos explaining the systems & processes to the HR & Admin teams Pitch - deck presentation for senior-leadership	Demo sessions to onboard prospective clients Pre-recorded software walkthrough to resolve customer queries/bugs Interesting insight- A few users also create loom videos to help their parents navigate platforms like Flipkart, movie tickets, or Q-commerce apps like Blinkit	Record pitch deck for international clients Assign daily tasks & share project updates with team members Record loom videos to send cold pitches to leads Curate & record coursework for her cohorts + sharing feedback on student assignments Breaking down marketing strategies/branding concepts for her team members to keep them up to date with the industry
Loom plan	Business + AI (Chrome extension)	Freemium plan (Chrome extension)	Business plan (Chrome extension)
Interests	Attending networking events, conferences, and meetups hosted by startup founders.	Likes a slow-paced balanced life & enjoys spending time with family/partner and dining out. Enjoys reading self-help (non-fictional) books	Travelling to different cities for client meetings, hosting business events, and house parties. She also likes breaking down & sharing business news, and viral marketing case studies with her followers/community
Values	He is super-professional & values time over anything else. He prefers automating repetitive stuff like onboarding classes or instructional videos. He finds satisfaction in sharing new insights he discovers while creating pitch decks for clientele or senior-leadership	He values client relationships and puts100% effort Feels productive & gets a sense of satisfaction when clients appreciate his attention to detail during customer resolution calls.	Values her tight-knit community of peers/clients/students/followers & loves to connect 1:1 with people she meets online
Technical sophistication	High	High	High
Pain Point	Repetitive meetings Communication gaps Information/instruction getting lost within chain of command Calendar congestion AKA Schedule conflicts	Lack of sophisticated solutions to address client queries and technical bugs (for IT Team)	Text/emails feel distant and impersonal Unable to convey enthusiasm while starting new cohorts Missed opportunity to create strong bonds & trust with team members Lack of personal touch within the community despite giving free value
Need	Cut through the noise of endless meetings & do away with schedule conflicts Remove the need to regroup and book the meeting rooms for brainstorming sessions	To become a valued employee who puts in the effort to connect 1:1 with existing clients Provide clarity to internal IT teams for smooth operations	To overcome the "digital distance" even if working remotely Find a way to inject personality & warmth in professional relationships without in-person meetings
Solution	To systemize & create a sync between teams and bring them together without logistical nightmares Create a library of ideas that your team can share	Adopt a channel that allows clearer communication with visual cues (without having to schedule live calls across time zones) Create a library of solutions for common client queries	To create familiarity through warm, engaging, and thoughtful videos to onboard new clients or team members Build trust faster through audio/visual presence Conduct proposal walkthroughs and celebrate client milestones
Marketing Pitch	Never lose another brilliant idea. Capture your game-changing hacks and insights with quick videos instead of letting them disappear into endless Slack threads or meeting notes. Plus, transform repetitive sessions into time-saving pre-recorded videos that your team can access whenever they need them	From walking customers through features to reporting detailed bugs to IT, your videos speak a thousand words. And when your family needs tech help? Record once, share forever – no more repeated phone calls explaining the same steps	Add a human touch to your digital presence. Stand out in your client's crowded inboxes with personalized video messages that showcase the real you - your enthusiasm, expertise, and genuine care.
Frequency of use case	3-4 times a week	1-2 times a week	Daily
Average Spend on the product	$20	Free	$15
Value Accessibility to product	Low (since ICP 1's frequency of usage is high & free version has limited minutes)	High (Freemium version suffices for ICP 2's use case)	Medium (Distribution potential for ICP 3's use case is high)
Value Experience of the product	Can be better	Very good	Good
Stickiness	High	Medium	Medium
Propensity to take paid plans	High	Low	High
ICP Prioritization	Yes	No	Yes

What are they trying to do? (Customer Journey Map)

Let's map the customer journey for our prioritized ICPs

ICP Prioritization

[Use this framework to prioritize your ICP's]

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	ICP Prioritization
Manik (ICP 1)	High	High	High	High	Yes
Mohit (ICP 2)	Medium	Low	Medium	Medium	No
Vanshika (ICP 3)	High	High	High	High	Yes

JTBD and validation

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Functional	ICP 1	ICP 1 is using Loom to save time and automate tasks like onboarding, and pitch-deck presentation for his senior leadership. His main goal is to improve productivity and save time.	User interviews	When I am creating onboarding or instructional content for my team members or leadership, I want to easily record and organize videos that communicate key processes and ideas. So that I can share valuable insights quickly and ensure that my team has access to essential information whenever they need it, without constant manual effort.
Secondary	Personal	ICP 1	IPC 1 is using Loom to demonstrate thought leadership & build authority within the team. He is also demonstrating his commitment to productivity in front of his boss.	User interviews	By integrating Loom into our team processes, we’ve been able to increase efficiency, capture valuable insights, and automate repetitive tasks—all while maintaining a high standard of professionalism and quality. I’m confident that using this elegant solution is positioning us to be more effective in how we train, collaborate, and communicate with leadership.
Primary	Functional	ICP 3	ICP 3 uses loom to organize and automate her tasks. By using Loom, she is saving time & improving team productivity.

Onboarding Teardown

https://www.canva.com/design/DAGciUwEoOM/JzZdv48nAhPp8nYhaynbuw/view?utm_content=DAGciUwEoOM&utm_campaign=share_your_design&utm_medium=link&utm_source=shareyourdesignpanel

Activation metrics

Hypothesis 1: User recording their first video within the first 2 days of signing up

Reasoning: The idea is that users should record their first video within 2 days of signing up to Loom. This shows they are using the main feature of the platform, which is video recording. If they do this quickly, they’re more likely to keep using Loom. It also means the onboarding process is working well. Tracking this helps improve the user experience and keep people engaged longer.

Hypothesis 2: User recording and sharing 4 videos within the first 30 days of signing up

Reasoning: The hypothesis that users should record and share 4 videos within the first 30 days of signing up suggests that users are becoming engaged and actively using Loom. Recording and sharing multiple videos indicates that they are seeing value in the platform and are likely incorporating it into their routine. This level of activity within the first month shows a deeper commitment and helps predict long-term use.

Hypothesis 3: User invites 2 team members within the first 30 days of signing up

Reasoning: The hypothesis that users invite 2 team members within the first 30 days of signing up suggests that users are finding value in Loom and are motivated to share it with others. Inviting team members indicates that users see Loom as useful for collaboration and want to integrate it into their team’s workflow. This behavior is a strong sign of user engagement and the potential for the platform to spread through word-of-mouth within organizations.

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